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研究生:盧家豪
研究生(外文):Jalenico Mateo Lucero
論文名稱:更多歡樂在菲律賓:菲律賓旅遊形象之品牌分析
論文名稱(外文):It’s More Fun in the Philippines: Brand Analysis of the Philippines’ National Tourism Campaign
指導教授:白德傑
指導教授(外文):Glen Howard Brodowsky
口試委員:劉助吳文傑
口試委員(外文):Liu, JamesWu, Jack
口試日期:2020-06-29
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理英語碩士學位學程(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:64
中文關鍵詞:品牌化品牌形象品牌意象旅遊地品牌化菲律賓旅遊業旅遊品牌化
外文關鍵詞:BrandingBrand ImageBrand ImageryDestination BrandingPhilippinesTourismTourism Branding
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This study aims to analyze the effectiveness of the Philippines’ tourism campaign, “It’s More Fun in the Philippines”, as referenced by different media efforts employed by the tourism agency, and as reflected through the perception of the tourists. Using the models of associative neural network, perceptual and sensory systems, and meanings to look at branding strategy, brand Imagery, and brand Image, respectively. Content analysis of emerging themes as evident in various media, including internal documents, TV commercials, and Instagram posts, was used in the study.
The study found out that while the branding strategies and the employment of brand imagery are aligned, tourists responded and resonated differently to the campaign, as pointed out by various reasons relating to semantics, perception, and brand implementation. Analysis of tourist social media posts, although positive, focused on other themes aside from fun. This suggests a gap between the messages aimed at tourists and the benefits and features that they remember and share from their visit. Based on these findings, three recommended courses of action are given: (1) retain and reevaluate the campaign’s concept and messaging, (2) abandon the current messaging and instead focus on the features of each tourist spots (“house of brands” approach), or (3) add value to the tourism experience and brand using eco-tourism as the messaging.
1. Introduction 1
1.1. Global Tourism Industry 2
1.2. Tourism imports customers who will buy domestic goods 2
1.3. Asian Tourism Industry 3
1.4. Philippine Tourism Industry 5
1.5. Previous Tourism Campaigns 8
1.6. It’s More Fun in the Philippines 9
1.7. Tourism Industry and the COVID-19 Pandemic 11
1.8. Statement of the Problem 12
1.9. Objectives of the Study 12
1.10. Significance of the Study 12
2. Review of Related Literature 13
2.1. Models of brand effectiveness 13
2.1.1. Linear models. 13
2.1.2. Circularity of Destination Brand Equity. 14
2.1.3. Brand Image. 14
2.2. Media Channels and Elements 15
2.2.1. TV, Internet, Crowdsourcing. 15
2.2.2. Logo Effectiveness. 16
2.3. Cognitive, Behavioral, and Conative Affects 17
2.4. Nations and Destinations as Brands 18
2.4.1. Brand Equity Index. 18
2.4.2. Destinations, Nations, and Brands. 19
3. Conceptual Framework 22
3.1. Branding, Brand Imagery, Brand Image 22
3.1.1. Branding. 22
3.1.2. Brand Imagery. . 22
3.1.3. Brand Image. 23
3.2. Framework of Analysis 23
3.2.1. Associative Neural Networks. 24
3.2.2. Perceptual and Sensory Systems. 25
3.2.3. Meanings. 26
4. Methodology 28
4.1. Content Analysis and Thematic Analysis 28
4.2. Social media and consumer research 29
4.3. Instagram as the locale of the study 30
4.4. Methodology overview 30
4.4.1. Branding. 31
4.4.2. Brand Imagery. 31
4.4.3. Brand Image. 32
4.5. Scope and limitations 33
5. Thematic Results 35
5.1. Branding 35
5.2. Brand Imagery 37
5.2.1. Campaign Background. 37
5.2.2. Perceptual and Sensory Systems. 43
5.3. Brand Image 47
5.3.1. Location. 48
5.3.2. Captions. 49
5.3.3. Hashtags. 52
6. Conclusion 54
6.1. Insights 54
6.2. Recommendations 57
6.3. Methodological recommendations 58
7. REFERENCES 60
8. Appendix A 63
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